Memcom 2014: making your member organisation fit for purpose online

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Deeson Group

Things to consider and avoid when thinking about digital strategy and UX to meet members' needs online

Tecnologia Negócios

Deeson Member
Communications
Helping businesses and organisations to achieve their goals
through digital solutions, publishing, branding and marketing
communications since 1959.

Making Your Organisation
Fit for Purpose Online

Our Approach
• Strategic
• Collaborative
• Focused on outcomes

Organisational Priorities
• Member retention?
• Member recruitment?
• Member beneﬁts?
• Member engagement?
• Public awareness?
• Internal efﬁciency?

Assessment
• Where are you now?
• Where do you need to be?
• How much is available for investment (ongoing)?
• Set initial KPIs

Analytics
• Ensure there is a benchmark to measure against
• Understand the most important content currently
• Consider the various audiences
• Understand the context of web usage (e.g.
multiple devices, time of day, leisure/ work.)

Surveys/ Focus Groups
• Consult your members
• Ask questions that will provide rationale and
evidence
• Ask questions about digital usage

Opportunities to Innovate
• Digital publishing vs print publishing
• Webinars
• Owned communities
• Member to member communication
• Social media (targeted communication)
• Digital assets (e.g. Document libraries,
infographics, premium content revenue)

Content First
• Have a content strategy
• Less is sometimes more
• How do the users want to view the content?
• Design around the content requirement

User Experience
• Usability is vital
• User journeys and context (responsive)
• Personalisation
• Design for interaction (e.g. Forms)
• Consider the conversion

Technology
• Content Management
• Integration
• Flexibility
• Open source (e.g. Drupal)
• Consider ‘needs vs wants’

More Analytics!
• Set goals and custom reports
• Measure member behaviour against set KPIs
• Monthly reports
• Ensure all stakeholders are kept informed

Improve over time
• Don’t be too reactive
• Reﬁne the user experience
• Evidence based ongoing investment
• Where does future opportunity lie?
• Set new priorities

DON’T think things will work
perfectly from the start.

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Memcom 2014: making your member organisation fit for purpose online

1. Deeson Member Communications Helping businesses and organisations to achieve their goals through digital solutions, publishing, branding and marketing communications since 1959.

2. Geoﬀ White Digital Strategist

3. Making Your Organisation Fit for Purpose Online

4. Our Approach • Strategic • Collaborative • Focused on outcomes

5. 1. Strategy

6. What does success look like?

7. Organisational Priorities • Member retention? • Member recruitment? • Member beneﬁts? • Member engagement? • Public awareness? • Internal efﬁciency?

8. Assessment • Where are you now? • Where do you need to be? • How much is available for investment (ongoing)? • Set initial KPIs

9. 2. Understand Your Members

10. Analytics • Ensure there is a benchmark to measure against • Understand the most important content currently • Consider the various audiences • Understand the context of web usage (e.g. multiple devices, time of day, leisure/ work.)

11. Surveys/ Focus Groups • Consult your members • Ask questions that will provide rationale and evidence • Ask questions about digital usage

12. Opportunities to Innovate • Digital publishing vs print publishing • Webinars • Owned communities • Member to member communication • Social media (targeted communication) • Digital assets (e.g. Document libraries, infographics, premium content revenue)

13. 3. Website

14. Content First • Have a content strategy • Less is sometimes more • How do the users want to view the content? • Design around the content requirement

15. User Experience • Usability is vital • User journeys and context (responsive) • Personalisation • Design for interaction (e.g. Forms) • Consider the conversion

16. Technology • Content Management • Integration • Flexibility • Open source (e.g. Drupal) • Consider ‘needs vs wants’

17. 4. Measure & Reﬁne

18. More Analytics! • Set goals and custom reports • Measure member behaviour against set KPIs • Monthly reports • Ensure all stakeholders are kept informed

19. Improve over time • Don’t be too reactive • Reﬁne the user experience • Evidence based ongoing investment • Where does future opportunity lie? • Set new priorities

20. DON’T Make Assumptions

21. DON’T think things will work perfectly from the start.

22. Be agile and adaptable

23. Committee on Publication Ethics

24. Institute of Economic Aﬀairs

25.

26. Royal Meteorological Society

27. Questions